7 questions à Cyril Salomon, co-fondateur de Montagne en Scène

A l’occasion du lancement de la Winter Edition de Montagne en Scène, nous avons rencontré Cyril Salomon, co-fondateur du festival, qui a accepté de nous expliquer les clés du succès de son évènement.

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Sportsmarketing.fr: Comment est venue l’idée d’un festival de film de montagne alors que vous étiez en plein HEC ?

Cyril Salomon: Nous étions en conférence sur les salons grand public, et avec Manon (Greenwood , co-fondatrice du festival) on s’est dit qu’il fallait faire un salon sur la montagne. En tant que passionnés, on trouvait que les seuls événements qui tournaient étaient trop loin pour nous, parisiens, il y avait un vrai manque pour les non montagnards et non initiés.

On voulait faire des diffusions de films lors d’un salon dédié, mais le format ne s’y prêtait pas, on a alors choisi de créer un vrai festival de film de montagne, plus adapté, et plus intéressant à nos yeux.

Sportsmarketing.frD’une date en 2013  à 20 dates cet hiver, comment expliquez vous l’essor du festival Montagne en Scène ?

Cyril Salomon: Il y avait un vrai manque pour les passionnés, et donc un vrai potentiel, on a eu 2 500 spectateurs lors de la première Nuit de la Montagne, et de très bon films, dès le début, notamment avec des film de Seb Montaz et Xavier Delerue qui ont vraiment plu.

On a eu de la chance d’avoir des films de très bonne qualité, ça a beaucoup aidé à vendre l’événement.

Ensuite le bouche à oreille nous a aidé à grandir et on a commencé à faire de la communication par facebook, en affichage ou encore par teaser vidéo, ce qui nous a permis de mettre en place l’événement ailleurs qu’à Paris.

Sportsmarketing.frEn ce qui concerne la sélection des films, les producteurs cherchent ils à se placer ou bien est ce vous qui proposez la diffusion de leurs films ?

Cyril Salomon: Les deux ! Au début on devait aller chercher les réalisateurs, c’était à sens unique, puis avec le développement de montagne en scène, on a commencé à avoir des propositions, cet hiver on a trois films sur cinq qui nous ont été proposé (Degrees north, Steep tease et le saut du Cervin), mais on se bat aussi pour avoir des films, j’ai bataillé deux ans et demi pour avoir l ‘excellent Meru de Jimmy Chin par exemple.

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Sportsmarketing.fr: Vous avec un grand nombre de partenaire, quel est leur rôle et leur implication dans le festival ?

Cyril Salomon: On a de la chance que nos partenaires restent longtemps avec nous, et nous suivent, outre l’apport financier qui permet au festival d’exister, ils participent grandement à la communication autour de l’événement tout en restant cohérent avec l’esprit « Montagne en scène », certains partenaires créent même des films publicitaires innovants et très sympa à regarder !

Aussi, ils apportent de la vie au festival en apportant des stands de beaufort, charcuterie et vin chaud ainsi que de la décoration.

Du coup, tu ne vas pas juste au cinéma, c’est plus que ça, c’est convivial, c’est habillé, et c’est ce qui donne tout le charme à l’événement.

Sportsmarketing.fr: Dans le futur, et vu l’essor du festival, allez-vous chercher à développer un pôle production/réalisation, afin d’avoir un réel pouvoir décisionnel sur les projections ?

Cyril Salomon: Pour le moment, on est pas intéressés par la production, notre force c’est de ne pas être producteur, car le risque c’est que nos films ne conviennent pas à nos attentes. Notre force c’est la variété , nous n’avons aucun engagement ,on peut changer de cap et de style quand on le souhaite, on peut se réinventer à chaque édition.

Sportsmarketing.frVerra t on un jour un collectif de sportifs siglés « Montagne En Scène » comme on peut le voir dans certaines productions ?

Cyril Salomon: Encore une fois, pas pour le moment, car être sponsor c’est être producteur et être producteur nous imposerait une obligation de diffuser notre film.

On peut choisir de diffuser des films qui ne sont pas sponsorisés par nos partenaires, voire sponsorisés par certains de leurs concurrents, ça ne nous pose pas de problèmes.

Sportsmarketing.fr: Que peut on vous souhaiter pour le futur de Montagne En Scène ?

Cyril Salomon: Continuer à recevoir des mails et des courriers de satisfactions, on aime voir les gens contents et heureux, c’est ce qui nous permet de continuer à grandir et à nous développer. On cherche vraiment à partager notre passion, à faire en sorte que les gens se rencontrent et échangent, qu’ils s’évadent.

La prochaine étape c’est bien sur d’exporter le concept, on diffuse un film qui a été primé à Sundance (Meru), ça peut nous ouvrir des portes pour développer le festival en Amérique de nord !

Du coup on va chercher à mondialiser l’événement pour toucher encore plus de gens, mais surtout, continuer à faire briller l’étoile de la montagne…

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